Vision Direct are Europe’s largest online contact lenses supplier, offering a range of eye products and eye care services.
They wanted to generate awareness of their brand and utilise the “How to…” format of video, popular on YouTube due to its use as a search engine by people looking for answers to questions or problems.
It was important that the ‘How to’ videos represented their target audience and created a connection with viewers. Set design was simplified and casting was critical to ensure the videos represented inclusivity to encourage views.
In the first month of hosting the video series on their YouTube channel, Vision Direct achieved 100,000 views and reached page one of YouTube for ‘How to put in contact lenses’. CPV (Cost Per View) was extremely strong, at 0.5p per view and CPM (Cost per thousand impressions) was £1.98 against an industry average of £4.
Following on from the success of the ‘How to’ videos, we created seven short form comedy pieces of content – shareable on Twitter and Facebook – that parodied the woes of wearing glasses over contact lenses.